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... DTC Advertising Driving Consumers Online for Disease Information DTC Advertising Driving Consumers Online for Disease Information Manhattan Research Reveals Impact of Ads on Information Seeking Behavior NEW YORK, April 9 /PRNewswire/ - In the not-too-distant past, prime time television was filled with pharmaceutical advertisements urging prospective patients to call a toll-free number for more information.

Thanks to the Internet and other emerging technologies, today's pharmaceutical marketers have an arsenal of new strategies at their disposal, making this call to action seems as antiquated as VCRs and dial-up modems.

One of the most popular trends in pharmaceutical marketing over the past few years is the shift toward unbranded advertisements focused on building awareness for a certain condition, and, in many cases, encouraging consumers to visit a website for more information about that condition.

Many in the pharmaceutical industry have questioned the viability of this approach and whether it is actually effective in driving consumers to research a condition.

A recent study from Manhattan Research demonstrates the impact of these advertisements on the health information seeking behavior of consumers exposed to these advertisements.

The rankings are based on the comprehensive online consumer research study with 4,965 U.S.

adults titled ePharma Consumer(R) v6.0: The Future of Integrated DTC Marketing.

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